Some companies are wasting a significant portion of their B2B advertising dollars because they lack the audience insights of larger, more seasoned B2B firms. Some are still using outdated strategies while understanding the nuances of digital marketing.
Check out these five steps to optimize your B2B ad campaigns:
Survey the Audience to Determine Brand Preferences
Regularly survey your audience to see how open they are about confessing their brand preferences and ad campaign responses. In one of Forrester’s surveys, 91% of B2B buyers said they became aware of a previously unknown company due to advertising.
Make Behavior Insights the Prime Metric
Most B2B buyers may respond to the ads without clicking on them, so their behavior insights are crucial to know their response to the campaign. According to a Forrester report, 92% of buyers searched for the company featured in an ad, and 86% visited the advertised website without clicking on the ad.
Base Ad Creative & Copy on Ad Preferences
B2B buyers prefer ads relevant to their needs and interests. Irrelevant ads without any personalization can waste your ad budget. “Avoid promoting too much gated content and opt for higher-value advertising creative to reduce waste if form-fill efficacy is too low,” says John Arnold, Forrester Principal Analyst.
Identify Preferred Media and Channels for Effective Outreach
Marketers like you should go beyond using Google Search and LinkedIn for your outreach. Map your omnichannel approach to ensure maximum exposure across channels to get maximum impressions. Doing this can help you distribute your costs over multiple modalities.
Access Media Time Spent to Allocate Ad Budget
Track media time spent on the B2B buyer level and target buyers who spend media time on B2B products
or services. Instead of spending money on account-based marketing
vendors and having them figure out everything for you, be thoughtful about where you want to place your ads.
6 Conclusion: Don’t Wait for Buying Cycles to Develop for Your Ads to Work
B2B buyers need to develop a stronger preference for your company or solution through your ads to enter your sales funnel. So, invest in ads and get them placed where they can get you the response and conversions